How do you want your beer? Beige or Gage?

PERTH, AUSTRALIA — With tongue firmly in cheek, Gage Roads Brew Co and Hypnosis Creative Agency are taking a crafty crack at the sea of the same “mainstream” beers. Through the creation of “dull cousin” equivalent Beige Roads Brew Co, the team is asking West Aussies: do they really want to drink another “brewed in a boardroom” beige beer, or open the flavorful, refreshing, and proudly independent Gage?

Gage Roads Brew Co, the brewer of fan-favorite Single Fin, is known for its independent spirit and for brewing delicious craft beers inspired by WA’s love of sunshine, coastline, and good times. The brand has always embraced creativity and this summer, it wanted to turn things up to 11.

Hypnosis had found its insight: why not create what they’re not, to show who they are Enter Beige Roads Brew Co. and its flagship brew Single Bin, a tribute to all the watery beers out there. The ones owned by subsidiaries of holding companies are controlled by global parent conglomerates. But beyond the tribute, Hypnosis and Gage actually went and made the beer.

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Hypnosis’ idea for a bland doppelgänger to Single Fin sprang from Gage’s commitment to independence and flavor. In stark contrast is Beige Roads Single Bin, described in its tasting notes as “An office cubicle of a beverage, void of any flavor or aromatic notes. Basically, a beer as exciting as taking the bins out.”

“This summer we wanted to remind WA of who we are by really emphasizing what we’re not. Sure, we could’ve gone with the whole “summer vibes” approach, but we also just wanted to have some fun and give people a bit of a lol. It’s beer after all,” said Gage Brand Manager Mimi Crompton.

“People forget that Gage Roads is still fiercely independent. It’s something we’re really proud of and something that should be celebrated. We thought this would be an interesting way to do that,” said Aaron Heary, Director of Strategy, Brand and Hospitality.

Hypnosis’ idea quickly grew legs beyond traditional media, coming to life in OOH, a bunch of online videos, an influencer campaign, and a product that’s actually available at Gage Roads Freo. It naturally sprouted an Instagram account, a branded car, and of course, an uninspiring playlist.

“A lot of blood, sweat, and beers went into bringing this campaign to life. It really was collaboration at its finest. Big ups to the small but mighty team involved,” added Mimi Crompton.

“The whole agency was thrilled to work on one of WA’s most exciting brands and the cherry on top was their appetite for creativity. They truly understand the importance of brands being playful and championed the concept from the start. Hats off to them for going all in and actually making Beige RoadsSingle Bin. Hats on for a few celebratory beers in the sun,” said Guy Patrick, Co-founder of Hypnosis.

While a few unlucky souls will find cans of Single Bin dropping on their doorstep over the coming weeks, others can pop down to Gage Roads Freo and pick one up with the purchase of a six-pack; and also find salvation in the bottom of a refreshing Single Fin Summer Ale.

View Beige or Gage? Single Bin, Single Fin.
View Beige or Gage? Recorder